This weekend on the east end of New York’s Long Island marks the official start of the Hamptons season and with the official kick off of the Hamptons season comes the official kick off of the east end magazine wars. Two publications being watched closely is the brand new Hamptons Purist magazine which lands in the Hamptons on Friday and Beach from Modern Luxury Media which has been doing the east end summer rounds for a few years now. So why is a brand new magazine and a long time Hamptons publication going head to head? Well for a few reasons. Hamptons Purist is being launched by Cristina Cuomo who once edited both Beach and Manhattan magazines at Modern Luxury Media. In fact, Cuomo was the founding editor of Beach. But last November she was relieved of her duties which gave her time to cook up the idea for Hamptons Purist which focuses on health and wellness. But as it turns out, Cuomo’s former employer is also pushing Beach into the same category which means the company is going after its former employee’s target audience in the same region at the same time. Michael Dickey the CEO of Modern Luxury insists it is merely a coincidence that the magazine Ms. Cuomo launched as one of his Editors is relaunching to focus on health and wellness.
For Ms. Cuomo’s part she seems on-bothered and is moving full speed ahead with two more planned issues of Hamptons Purist for the summer season and then special issues for Aspen during the winter. For Mr. Dickey he now controls a nice chunk of the Hamptons magazine market since his company acquired Greengale Publishing which publishes Hamptons magazine an East end coffee table staple. But another publisher who targets the Hamptons during the summer months sees Mr. Dickey’s recent acquisition of Greengale Publishing as an opportunity for her magazine The Daily Summer which is a spin off off Daily Front Row. Editor/CEO Brandusa Niro says that she loves that the publications that target the older demo out east are all being grouped together which creates an opening for her publication due to what she calls a lot of “sameness” among the older demo publications. So will Mr. Dickey’s relaunch of Beach as a health and wellness publication stop Hamptons Purist in its tracks or will they both co-exist and no one will even care. After all, the east end is saturated with magazines locked in a battle to land in the hands and on the coffee tables of individuals who are no doubt more focused on enjoying their summer at the beach.
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